Analyst: 3D Movie Tickets Too Expensive - AVS Forum
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post #1 of 12 Old 07-13-2010, 10:21 AM - Thread Starter
 
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Analyst: 3D Movie Tickets Too Expensive

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While Universal Pictures scored a much-needed box office hit last weekend with Despicable Me, which grossed $60.1 million, the animated feature generated just 45% of revenue from 3D screens, the lowest percentage for a 3D release this year.

The results point to the possibility that consumers think not all movies are worth paying a premium for a 3D experience, which could affect ongoing early rollout of 3DTVs, compatible Blu-ray Disc players and 3D movies.

Richard Greenfield, analyst with BTIG Research in New York, argues that theater operators and studios risk alienating increasing numbers of moviegoers from the 3D format by charging high ticket prices.

In a survey of 2,600 consumers, Greenfield found that 77% of respondents believe the average $4 premium for a 3D ticket (compared to 2D) too excessive, including about 37% who said they would not pay extra to see a movie in 3D. More than 80% of respondents said they had seen a 3D movie.

http://www.homemediamagazine.com/3-d...xpensive-19967
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post #2 of 12 Old 07-13-2010, 10:25 AM - Thread Starter
 
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This may have something to do with the lower than normal % of 3D ticket revenue:

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With just 1,551 3D locations included among the pic's 3,476 theaters, 3D venues accounted for a lower-than-usual 45% of the weekend haul.

But I do agree that the premium for 3D tickets is too high and will drive people away from seeing a movie in 3D, especially a 100% CGI movie.
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post #3 of 12 Old 07-13-2010, 10:47 AM
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Agreed, the premiums are excessive, but we must remember that there is competition for 3-D capable screens, as several stereoscopic movies are playing currently (TOY STORY 3, DESPICABLE ME and (ugh) THE LAST AIRBENDER.)
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post #4 of 12 Old 07-13-2010, 10:57 AM - Thread Starter
 
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I understand the premium that IMAX charges for it's 15/70mm presentations, both 2D and especially 3D. The print cost is horrendous - $45,000 per print - and you need two of them for 3D.

But there is no print cost with Digital 3D. They are using exisitng digital projectors with an add on from RealD or Dolby.
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post #5 of 12 Old 07-13-2010, 11:52 AM
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I too think the premiums are excessive, but I can't agree that they are too excessive.

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post #6 of 12 Old 07-13-2010, 12:19 PM - Thread Starter
 
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Quote:
Originally Posted by GregLee View Post

I too think the premiums are excessive, but I can't agree that they are too excessive.

SHREK 4 opened in NYC in 3D - the price of a ticket some theaters were charging was $20.

Is THAT too excessive?
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post #7 of 12 Old 07-13-2010, 12:51 PM
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My guess is that the theaters will oblige the call to lower the descrepancy... by raising the 2d prices.
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post #8 of 12 Old 07-13-2010, 12:55 PM
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Quote:
Originally Posted by Lee Stewart View Post

SHREK 4 opened in NYC in 3D - the price of a ticket some theaters were charging was $20.

Is THAT too excessive?

Holy crack smokers. At that price I would just wait for the 3D blu ray.
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post #9 of 12 Old 07-13-2010, 01:20 PM - Thread Starter
 
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Quote:
Originally Posted by padlock View Post

My guess is that the theaters will oblige the call to lower the descrepancy... by raising the 2d prices.

2D tickets have aready received their yearly raise in price
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post #10 of 12 Old 07-13-2010, 01:26 PM
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Quote:
Originally Posted by Lee Stewart View Post

Is THAT too excessive?

Nothing can be "too excessive" -- it's like "more better". I know not to comment on the grammar of my AVSforum colleagues, but this was quoted from elsewhere, so I thought it would be permissible.

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post #11 of 12 Old 07-13-2010, 04:43 PM
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Quote:
Originally Posted by Lee Stewart View Post

I understand the premium that IMAX charges for it's 15/70mm presentations, both 2D and especially 3D. The print cost is horrendous - $45,000 per print - and you need two of them for 3D.

I never realized it costs so much. So, to use an example, my local IMAX theater has to pay $90,000 for two prints of Avatar 3D in IMAX??
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post #12 of 12 Old 07-13-2010, 05:55 PM - Thread Starter
 
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Quote:
Originally Posted by Columbo345 View Post

I never realized it costs so much. So, to use an example, my local IMAX theater has to pay $90,000 for two prints of Avatar 3D in IMAX??

EVERYTHING about IMAX is big . . . and expensive:

the lamp

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The lamphouse on top of the IMAX projector utilizes two 15,000-watt liquid-cooled, short-arc xenon lamps. The lamps weigh 10 pounds each, and are nearly two feet in length. Costing more than $6,000 each, the lamps have a life expectancy of only about 1,200 hours of operation and are replaced 4 times per year. Because of the extreme high-pressure xenon gas inside the quartz glass envelope of the lamp, projectionists must wear ballistic safety gear when changing out a lamp. If dropped, the xenon lamp would explode with the destructive force of a hand grenade.

http://www.thehenryford.org/imax/about.aspx



So a 3D IMAX theater uses a total of 4 lamps - 2 per projector. $48,000+ per year lamp cost per projector.
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